“You can’t tell…”

“…a book by its cover!” This often-heard expression is indeed true. I enjoy watching America’s Got Talent—largely because it reminds me of the wide variety of talent on the old Ed Sullivan Show. On AGT each contestant walks on the stage and, before they’ve even said or done anything, they’re being assessed. Sometimes judges and audience alike are totally surprised by the performer: resulting in either disappointment—because expectations were high based upon appearance; or amazement—because expectations were low or mediocre for the same appearance-based bias. Whether we admit it or not, first impressions are unavoidable. So too are our reactions to all things visual.

Surpassing expectations is always the better scenario. In business though we may not have the opportunity to get past the first-impression stage to show what we can deliver. With that in mind our visuals must speak volumes and do it well. A crucial factor in reaching that objective is making good choices based on sound research…knowing your target audience and what they need you need to convey to them during initial contact.

If they’re looking for an apple, let it not be an orange in disguise but rather give them the best tasting apple you have to offer!